An lnvestigation of the stereotyping of foreign products by Korean consumer a multiple cue study

Abstract

Most research on consumer behavior has been limited to more developed countries. Since it would be difficult to apply findings from these studies directly to consumers in developing countries there is a scarcity of useful information on the perceptions and behaviour of consumers in developing countries. Using a representative sample of 416 consumers in South Korea, this study investigates the relative influence of country of origin on product evaluation when the price and warranty information is provided in conjunction. Results of this study showed that country of origin affected how the Korean respondents evaluated two products, a television and thermos bottle . How ever, in both cases, country of origin accounted for only a small pro portion of the total variance in product evaluation . It was also found that the effects of the three different extrinsic cues varied between the two product classes.